Color and Visual Culture
*This curriculum was written as a project of the class called "College Teaching;" therefore, this curriculum was never taught in real life.
I. Basic Course Information
Course Title: Color and Visual Culture
Course No: 17/FA-COMD-243
Course Section: 01
School: Design
Department: Communication Design
Meeting Day/Time: Wednesday, 2:00-4:50
Credit Hours: 3.00
Place of Class Meetings: Steuben, Room 405
Prerequisite Courses/Skills/Other Restrictions: None
II. Instructor Contact Information
Name: Soohyun Cho
Academic Title: Instructor
Office Location:
Office Hours: Wednesday afternoons by appointment
Phone No(s).: 000-000-0000
Appropriate Times to Call: M-F, 9AM-5PM
Email Address: cho.soohyun94@gmail.com
Special Instructions: Email is the best way to contact me.
III. Course Description
Bulletin Description:
This course will provide the introductory color theory and application in visual culture for undergraduate students of Communication Design.
Detailed Description:
This course will focus on introduction of basic color theory and various application of colors, including analyzing colors on commercial mediums, and interrelationship with color and visual culture. This course will also focus on the colors applied socially, politically, and commercially, which are implied in visual culture in terms of visual literacy that interprets and comprehends visual images.
Course Goals:
Students will be introduced to methods of analyzing colors
Students will be introduced to ways in which color and the visual experience affect human psychology
Student Learning Outcomes:
Upon completion of this course, students will be able to:
- Understand and analyze color and visual culture
- Deepen their understanding of color theory
- Research and develop contemporary visual culture.
Course Calendar/Schedule:
Week 1. Introduction to Color and Visual Culture
Introductions, course requirements, review of syllabus and schedule
Discussion about students experience about color palette that was impressive in visual culture - films, advertisements, etc.
Assignment - Read:
"Ways of Seeing," John Berger, pp. 129-155 (Chapter 7).
"Color Perception in Art: Beyond the Eye into the Brain," Faber Birren, pp. 105-111.
Week 2. Foundations of Color Theory
Introduce the basic color theory
Hue/Value/Chroma
Discussion about the meaning and symbol of colors.
Assignment - Read:
"Color Grammar: The Representation of Form and Color in Designs," Terry W. Knight, pp. 117-124
Week 3. Color Impact on Emotion and Reason
Color scheme and color harmony
Analyzation of colors applied in daily life.
Assignment - Read:
Bruso, E, I. (2012). A Feast to My Eyes: Color and Human Behavior. Michigan: Andrews University
Week 4. Foundation of Color Psychology
Introduction of color psychology
Discussion about how human psychology affects colors
Assignment:
Pick a masterpiece and print out the picture and information about the artwork. Analyze at least 5 different color palettes of the masterpiece with color aid, and lay out a strip of colors on a separate sheet of Bristol. Write a brief reflection of how these colors impact the painting.
Week 5. Colors Applied in Classic Art
Analyzation of colors applied in masterpieces
Discussion about how those colors impact viewers
Discussion about psychology that makes the viewer's perspectives of looking at colors
Comparison of colors used in contemporary arts/designs and colors used in history
Assignment:
Pick a visual media, print out with information, analyze at least 5 different colors with color aid, and lay the color aids of your choice on a sheet of Bristol. Write a brief reflection of how these colors impact the viewer's experience.
Week 6. Colors Applied in Commercial Art/Design
Analyzation of colors applied in visual media
Discussion about how those colors impact viewers
Assignment - Read:
Writer, G (2017). The Psychology of Color in Marketing and Branding. [online] Entrepreneur. Available at: https://www.entrepreneur.com/article/233843
Week 7. Mid-Semester Conference
Students will meet with the instructor one on one by appointment.
Check with the semester progress
Student's assignments will be reviewed.
Week 8. Color and Branding
Colors used in brands
Discussion of how use of colors in branding impacts its consumers
Assignment - Read:
Singh, S (2006). Impact of Color on Marketing. Canada: Emerald Insight
Week 9. Color and Marketing
Colors used in Advertisement
Compare examples of successful and not successful advertisement
Assignment - Read:
Smarty, A (2017). The Color Psychology and Social Media. [online] Yahoo Small Business. Available at: https://smallbusiness.yahoo.com/advisor/color-psychology-social-media-230919331 .html
Week 10. Color and Social Media
Colors graph of popular social media: https://www..materialui.co/socialcolors
Assignment - Read:
Olsen, J. (2010). The Effect of Color on Conscious and Unconscious Cognition. Pennsylvania: Carnegie Mellon University.
Sturken, M & Cartwright, L. (2009). Practices of Looking (2nd ed.). New York: Oxford University.
Week 11. Color Image Making
Color scheme and image impact
Workshop to apply personal image representation
Assignment: Brainstorm for final, write down ideas and sketches. Be ready for presentation.
Week 12. Final Ideas Presentation
Final Ideas Presentation
Short presentation of ideas brainstormed for the final work
Peer review and idea exchange
Assignment: Work on final
Week 13. Thanksgiving Break
No Class.
Week 14-16. Studio
Week 16. Final Mini Survey
IV. Course Requirements
Textbooks, Readings, and Materials:
All written articles for class reading will be provided on LMS throughout the semester.
The other materials required for this courses are following:
- Personal laptop
- Color-Aids
- Pencil and/or pen
- Paper or notebook
- Bristol
- Stick glue
- Scissors
If you do not have personal laptop, I suggest to use Pratt Computer Labs, or try borrowing laptop from Pratt Library.
Optional Materials vary based on students final project.
Bibliography
Berger, J. (1972). Ways of Seeing. England: Penguin Books. (p. 129-155)
Birren, F. (1976). Color Perception in Art: Beyond the Eye into the Brain. MA: The MIT Press. (pp. 105-110)
Bruso, E, I. (2012). A Feast to My Eyes: Color and Human Behavior. Michigan: Andrews University.
Sturken, M & Cartwright, L. (2009). Practices of Looking (2nd ed.). New York: Oxford University Press.
Olsen, J. (2010). The Effect of Color on Conscious and Unconscious Cognition. Pennsylvania: Carnegie Mellon University.
Singh, S. (2006). The Psychology of Color in Marketing and Branding. [online] Entrepreneur. Available at: http://www.entrepreneur.com/article/233843
Smarty, A. (2017). The Color Psychology and Social Media. [online] Yahoo Small Business. Available at: https://smallbusiness.yahoo.com/advisor/color-psychology-social-media-230919331.html
Project(s), paper(s), assignment(s):
Written Assignments:
Throughout this semester, there will be weekly reading responses. Each reading response will be one page of brief reflection of given readings. All written assignments are to be word-processed (12-point type and double-spaced). All citations from text should follow APA format according to: http://owl.english.purdue.edu/owl/resource/560/02.. All weekly assignments should be submitted by email to [instructor's email address], but not required to bring hard copied to class.
Presentation:
Students will pair up to research about successful color use in visual culture, observe, analyze, and present to the class throughout this semester.
This presentation is not required to make PowerPoint presentation, but it is recommended.
The presentation should contain:
Design product (advertisement, brand logo, application UI/UX, etc)
Description of the product
Analysis of color use in the product
Reflection
Final Project:
For the final project, students will use their knowledge acquired throughout this semester to create a themed project of student's own choice. Students will them be assigned to a section of wall to decorate and display their project for critique.
This final project should contain:
Style tile
Typography
Color Palette
Imagery
Description of Product
Description of Color Choice
Product
The expectation for the final projects are the following:
The final project is organized.
The final project reflects use of appropriate written and spoken communication skills
The final project is appropriate for use in a professional setting
The final project reflects problem solving skills of problem assigned
Assessment and Grading:
Assessment will consist of activities designed to evaluate student's knowledge and abilities to accomplish the intended learning outcomes. There will be different types of assessments: writing papers, working in pairs and teams and are making and/or design. Not all assessments will be used for grading purposes; some assessments, such as in-class exercises, will be used formatively as a means for you to receive feedback and improve.
There will be no exams in this course. Student' grade depend on participation, presentation, and assignments.
Grades in this course will be based on the following assignments:
Participation: 20%
Written Assignments: 20%
Presentation: 30%
Final Work of Application of Color in Communication Design: 30%
A = sustained level of superior performance demonstrated in all areas of Course Requirements
B = consistent level of performance that is above average in a majority of the Course Requirements
C = performance that is generally on average and Course Requirements are achieved
D = below average performance and achievement of the Course Requirements
F = accomplishment of the Course Requirements is not sufficient to receive a passing grade